ABSTRACT
These models allow strategic business units (SBUs) or products to be classified and visually displayed according to the attractiveness of various markets and a business’s relative performance within those markets. In addition, the product life cycle concept (cf. Brief 16) is an important tool often utilized in determining future strategies for brands and products: options differ for the growth or mature stages and markedly for the introduction and decline stages. The Boston Consulting Group (BCG) growth-share matrix builds on this suggestion.
